Prudential Financial is a global leader in expanding access to investing, insurance, and retirement security. In an effort to expand their customer base and support marginalized communities, they reached out to Look Listen and affiliated Black American consultants to develop a PR and Media campaign. The campaign’s goal was to build brand awareness and trust amongst Black American families while being an authentic, valued financial partner to help families build generational wealth.

Typeface + Campaign Identity

The brand was built out of community collaboration. The primary typeface “Black Wealth” was created by Tre Seals, an Atlanta based type designer. Inspired by the bold civil rights protester signs, Black Wealth became a strong complement to Prudential’s Modern typeface. The campaign identity is a reflection of collaboration and intentionality.

Out Of Home

The campaigns audience was primarily targeting the Southern United States. It primarily focused on bus stops, billboards and other large scale signage in order to make a large impact. 

Digital Display Banners

The execution of the paid media banners expanded the campaigns visual language. The ads were deployed on popular Black publications and social media such as Instagram, Facebook and LinkedIn.

Special Thanks

The team behind this project put in a lot of work to ensure the design, messaging and imagery aligned with the target audience in an authentic and refreshing way. I am grateful I was able to be a part of this impactful campaign and help Prudential Financial make a difference.